Leave Fewer Traces Campaign – Mondeléz Philadelphia | Clapboard Ad Archive

Unicorn Tears and Nessie Nectar - IRN-BRU | Clapboard Ad Archive

IRN-BRU’s 2025 campaign Unicorn Tears and Nessie Nectar, created by The Leith Agency, redefines the Drinks (Non Alcoholic) category with a bold narrative that elevates IRN-BRU Xtra as a magical elixir sourced from mythical creatures, positioning the product as an essential ingredient in a whimsical, otherworldly tale. The campaign’s two-film assets deliver a visually sumptuous experience that transports viewers into a vibrant fantasy realm where the legendary Unicorn Tears and Nessie Nectar are not mere metaphors but pivotal elements in the storyline, reinforcing IRN-BRU’s unique flavor and brand identity with a fresh, imaginative twist. By harnessing the power of Clapboard’s FORMAT#5—Exemplary Story, the campaign embeds the product within a compelling plot that forges a strong emotional connection with the audience, making the brand’s presence memorable and its value proposition resonate beyond traditional beverage marketing. The Leith Agency’s execution leverages cinematic storytelling techniques and high production values that align seamlessly with the brand’s heritage of playful irreverence and Scottish roots, while simultaneously appealing to a contemporary demographic that appreciates both authenticity and escapism. The campaign’s use of English ensures accessibility across the United Kingdom, while the fantastical theme cleverly differentiates IRN-BRU Xtra in a crowded marketplace dominated by functional claims and lifestyle positioning. The narrative-driven approach invites consumers to engage with the product not only as a refreshment but as a gateway to a world where imagination flavors reality, enhancing brand loyalty through a vivid sensory and emotional experience. Clapboard rates this campaign 74/100 in its global creative archive. This campaign matters to the industry because it demonstrates how a category often reliant on straightforward product benefits can be invigorated through storytelling that makes the product indispensable to a narrative, thereby transforming consumer perception and expanding brand equity.

Magnum by Magnum: Photographer Interviews - Magnum | Clapboard Ad Archive — archive collection thumbnail

Magnum by Magnum: Photographer Interviews - Magnum | Clapboard Ad Archive

Magnum by Magnum: Photographer Interviews positions the storied ice cream brand at an elegant crossroads of indulgence and creative authenticity, with MullenLowe Group crafting a sophisticated film campaign for the Spanish market in 2018 that elevates confectionery far beyond its product roots. In a move defined by strategic creative alignment, Magnum partners with the legendary Magnum Photos cooperative, recruiting eminent image-makers Martin Parr, Chris Steele-Perkins, and Ian Berry to explore the elusive concept of pleasure through the dual prisms of documentary photography and sensory delight. This is a campaign operating squarely within what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, shrewdly leveraging the cultural stature and recognisable voices of acclaimed photographers rather than following a traditional narrative or problem-solution arc. By allowing these photographers to articulate their journeys and relationship to pleasure, the campaign reframes Magnum’s core value—true pleasure—within the visual language and unvarnished truth-seeking ethos that have made Magnum Photos synonymous with authenticity. The result is a single, impactful media asset that blurs the lines between editorial and branded content, using nuanced interview footage and dynamic imagery to merge Magnum’s sensory indulgence with high artistic credibility. The interplay between the product's hedonistic associations and the creative credibility of its documentary partners situates Magnum as both a lifestyle statement and a curator of contemporary culture, allowing the viewer to experience pleasure as both an everyday luxury and an expression of deeper meaning. MullenLowe Group’s execution demonstrates acute sensitivity to audience sophistication, foregrounding artistry and genuine storytelling rather than overt product messaging, a choice that enables the brand to access new cultural territory and emotional resonance within the confectionery and snacks market category. This careful calibration of brand values and creative talent brings fresh dimensionality to Magnum’s platform, ensuring the campaign operates as much as a statement on modern living as it does a nod to traditional brand aspirations. For a campaign that relies on the established reputations of creative personalities, the choice to let these voices define the concept itself signals a notable shift toward long-term brand equity building over transactional messaging. Clapboard rates this 67/100. In demonstrating the power of cross-disciplinary collaboration to enrich a brand narrative, this campaign signals how confectionery marketing can credibly claim a place within contemporary culture when it is willing to become a platform for genuine creative discourse.

Britain’s Most Loved Crisps - Walkers | Clapboard Ad Archive — archive collection thumbnail

Britain’s Most Loved Crisps - Walkers | Clapboard Ad Archive

Walkers’ Britain’s Most Loved Crisps campaign, created by VCCP London in 2022, stands as a strategic and emotive reaffirmation of the brand’s dominant position within the UK’s confectionery and snacks market by directly addressing the brief but impactful absence of Walkers products from supermarket shelves. This campaign leverages a playful yet sincere tone to reconnect with British consumers, casting the typical snack lover as the implicit protagonist and uniting crisp fans under a shared national affection for a brand synonymous with everyday British life. By bringing together the entire Walkers snacks portfolio for the first time, the campaign underscores the brand’s unparalleled variety and broad appeal, positioning Walkers not merely as a snack but as a cultural staple deeply embedded in the UK’s collective identity. This approach reflects Clapboard’s FORMAT#10—Associated User Imagery, as it mirrors and reinforces consumer loyalty by depicting a user profile that resonates authentically with the target audience’s tastes and emotional attachment. The campaign’s narrative does not rely on a conventional problem/solution arc but instead celebrates the communal sense of missing and rediscovering a beloved product, using scarcity to heighten appreciation and reignite desire. Strategically, this taps into nostalgia and national pride, while the creative execution balances lightheartedness with a robust brand message, effectively differentiating Walkers from competitors like McCoy’s, Kettle Chips, Tyrrells, and Pringles by emphasizing the unique breadth and heritage of its range. The campaign’s timing and message serve to recover lost momentum following supply shortages, deepening consumer engagement and reinforcing Walkers’ status as Britain’s number one choice for crisps. Walkers’ ability to frame a moment of market vulnerability as an opportunity to strengthen emotional bonds and demonstrate product diversity showcases a sophisticated understanding of consumer behaviour in the snacks category. Clapboard rates this campaign 60/100. This campaign matters to the industry because it demonstrates how a legacy brand can leverage moments of scarcity to deepen consumer connection and assert category leadership through a culturally resonant, user-focused narrative.

Skimming a Stone - Fox's | Clapboard Ad Archive — archive collection thumbnail

Skimming a Stone - Fox's | Clapboard Ad Archive

Fox’s Skimming a Stone campaign from Year, created by Joint for the UK confectionery and snacks market, exemplifies a confident departure from the fleeting gratification narrative typical of the category, anchoring its communications in the promise of lasting satisfaction. At the heart of this campaign is a film that uses the universally recognizable act of skimming a stone across still water as a visual metaphor for the enduring pleasure delivered by a Fox’s sweet, a creative approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit classification, where exaggerated visuals are tasked with crystallizing a product’s core advantage. The campaign lands its message through an elegant, almost meditative sequence—eschewing explicit product claims or hard-hitting brand boasts in favor of the open-ended question of what else in life might be as satisfyingly long-lasting as the treat itself. Rather than rely on narrative mechanics, overt humor, or celebrity association, Joint’s execution leverages the metaphor as an emotional shortcut, inviting audiences to reflect on everyday moments of contentment and drawing a tacit link to the longevity of Fox’s products. By reorienting the consumer expectation away from quick fixes and toward sustained reward, Skimming a Stone meaningfully differentiates Fox’s from rivals whose advertising often prizes innovation, indulgence, or national heritage above experiential durability. The hashtag #SatisfyinglyLongLasting and its contextualization within digital channels allow the campaign’s message to flex beyond the traditional film medium, reinforcing recall and consistency of positioning in a crowded digital marketplace. In a sector where brands like Cadbury and Mars lead with emotional resonance and energetic play, and where competitors such as McVitie’s and Walkers lean heavily on tradition or flavor innovation, Fox’s signals a clear alternative: pleasure that doesn’t fade at the first taste, but persists and satisfies. This campaign foregrounds the relationship between product experience and emotional state, a subtle but valuable recalibration that targets discerning consumers unswayed by novelty alone. The campaign earns 63/100 in Clapboard’s global creative archive. Fox’s Skimming a Stone signals to the industry that in a market saturated with instantaneous highs, there remains cultural and commercial power in owning the narrative of gratifying longevity.

Keep Football Fun - Pringles | Clapboard Ad Archive — archive collection thumbnail

Keep Football Fun - Pringles | Clapboard Ad Archive

Pringles’ Keep Football Fun campaign, delivered by Grey for the UK market in 2021, finds the brand capitalizing on football’s unrivaled cultural currency to reinforce its role at the center of casual, communal moments within the confectionery and snacks category. By threading Pringles into the fabric of football viewership with the rallying call to get your Pringles game face on and the #Pringoooals hashtag, the creative positioning places the brand squarely in the rituals of match day gatherings—a territory as fiercely contested among snack brands as the pitch action itself. The film-led campaign artfully leverages authentic user imagery, aligning with what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, showing archetypal fans sharing cans and laughter in living rooms and back gardens rather than focusing on overt product demonstration or celebrity cheerleaders. This nuanced approach is strategically sound, tapping football’s massive reach and emotional highs while framing Pringles as both enabler and companion—a snack that embodies the playful, sociable mood of summer tournaments and big-screen moments. In a landscape where rivals from Walkers to Doritos compete on flavor intensity, provenance, and personality, Pringles makes a compelling appeal to togetherness and ease, presenting its iconic stackable shape not just as a product benefit but as a conduit for shared enjoyment—substantiated by the campaign’s substantial digital traction, with over half a million views reflecting the resonance of melding sports passion with the brand’s upbeat lifestyle promise. With Grey at the helm, the storytelling avoids heavy-handedness, instead making space for viewers to see their own experience reflected on screen, supporting both day-to-day snackers and football purists who treat match night as a social event. This relevance is underpinned by a tactical use of digital and social activation that fosters user engagement and repeat association, embedding Pringles in the nation’s football memory while steering clear of category clichés. The campaign earns 58/100 in Clapboard’s global creative archive. At a time when brand relevance is measured by emotional proximity rather than just message reach, Keep Football Fun demonstrates that forging genuine lifestyle connections around shared passions can be a brand’s winning strategy.

Roshen Dark Chocolate - Roshen | Clapboard Ad Archive — archive collection thumbnail

Roshen Dark Chocolate - Roshen | Clapboard Ad Archive

Roshen’s 2019 campaign for its Dark Chocolate product in Ukraine, crafted by Bart&Fink, stands out as a confident departure from the region’s prevailing confectionery advertising norms by embracing straightforwardness with a twist of irony and wit. At a time when Ukrainian brands often resorted to philosophical or overly complex narratives to communicate premium chocolate, Roshen boldly claimed the space of being simply just a perfect chocolate, turning category clichés on their head rather than reiterating familiar tropes about cacao origins or bittersweet taste profiles. The campaign’s film deploys what Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format—leveraging classic chocolate ad conventions through a self-aware and humorous lens: the archetypal “perfect man,” a nostalgic and evocative soundtrack reminiscent of well-loved pop culture, lavish and visually arresting set designs that evoke a kind of Lana Del Rey-style grandeur, and the playful, unexpected inclusion of flamingo motifs to punctuate the ironic tone. This approach not only undercuts traditional advertising solemnity but also invites the audience to engage with Roshen’s market leadership through shared humor and charm, reinforcing brand affinity by breaking from the norm rather than conforming to it. By delivering the spot in Ukrainian, the campaign roots itself firmly in local cultural nuance, further strengthening Roshen’s position as the foremost purveyor of premium dark chocolate in the region. This strategy reflects a mature brand comfortable enough in its category dominance to entertain and surprise consumers without resorting to earnestness or highbrow messaging. The campaign earns 63/100 in Clapboard’s global creative archive. Roshen Dark Chocolate’s campaign matters because it demonstrates that even in a traditionally conservative category, confident brands can redefine engagement through playful self-awareness that resonates with contemporary audiences seeking authenticity and levity.

Chocolate Challenge - Tonies | Clapboard Ad Archive — archive collection thumbnail

Chocolate Challenge - Tonies | Clapboard Ad Archive

Tonies’ Chocolate Challenge, devised by joga for the French market in Year: 2024, delivers a masterclass in experiential storytelling by transforming a seasonal rite — Easter chocolate — into an interactive exploration of children’s deepest cravings and curiosities. As children aged 5 to 6 are invited to consume successively darker chocolate bars to unlock new chapters of a bespoke Tonies audio tale via the Toniebox, the campaign provocatively pits the satisfaction of a sweet tooth against the growing allure of narrative discovery. The experiment’s arc is as cleverly structured as any classic story: children initially vote for chocolate, their familiar favorite, yet as the cocoa content intensifies to an unyielding 100%, enthusiasm for the treat wanes and the impulse to hear the end of the story eclipses even the most persistent appetite for sugar. This narrative reversal is more than a stunt — it enacts the power of Tonies’ core value proposition, proving that immersive audio storytelling can command loyalties strong enough to override even childhood’s most primal pleasures. Strategically rolled out on YouTube and Meta to intersect with the digital habits of modern families, the campaign leverages seasonal cultural context while bridging the confectionery and entertainment categories in a way few brands have attempted. The three-minute centerpiece film is both charming and revealing, capturing authentic moments of children wrestling with their own tastes, literal and figurative, in pursuit of a reward that subtly redefines what delight means. By structuring the activation so that the child’s perseverance for story acts as the lever that resolves the campaign’s built tension, joga grounds the work squarely in what Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story, with Tonies’ storytelling benefit driving not just engagement but the very twist at its heart. Clapboard rates this 63/100. The campaign matters because it signals how children’s brands in the confectionery and entertainment space can tap into real behavioral insights to build cross-category desire, provided they craft experiences that put product benefit — not just product — at the heart of the story.

Campaign Proposition

The "Leave Fewer Traces" campaign by Mondeléz’s Philadelphia brand, launched in France in 2022, positions the product as a symbol of sustainability through its core attribute of being "so deliciously creamy you never want to leave a trace of it on your plate." This proposition not only emphasizes sensory enjoyment but also ties directly into the brand’s environmental commitment, framing Philadelphia cream cheese as an embodiment of responsible consumption—minimizing food waste and environmental impact. The campaign reflects Mondeléz’s broader 2025 sustainability agenda, including carbon footprint reduction, increased recycled plastic use, waste reduction in manufacturing, and promotion of good farming practices, aligning product quality with corporate responsibility. The market strategy leverages a nuanced consumer insight that sustainability concerns are increasingly influencing food choices, especially in snack and confectionery categories traditionally less associated with environmental initiatives. By anchoring the campaign narrative in the relatable product experience—using the pleasurable habit of enjoying the creamy texture fully—the brand connects with environmentally conscious consumers seeking authentic, actionable sustainability from brands rather than abstract claims. The creative angle integrates the tactile, sensory appeal of the product with a sustainability message, making the brand’s environmental goals tangible and credible. This narrative approach serves to subtly educate consumers on Philadelphia’s sustainable practices, reinforcing brand trust and differentiation in a competitive market increasingly attentive to ethical consumption. The campaign’s measured digital presence suggests an early-stage awareness initiative aimed at building a foundation of sustainability-minded consumers rather than driving immediate sales spikes.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign most likely fits the “Symbolize the Benefit” format. The central creative device transforms a sustainability commitment—“leave fewer traces”—into a double entendre: not only does Philadelphia cream cheese aspire to reduce its environmental footprint, but it’s also so deliciously creamy that consumers never want to leave any behind. The benefit (taste leading to a clean plate) is visually or narratively symbolized as a metaphor for the brand’s sustainability ethos (a cleaner planet, less waste), rather than literally depicting recycling or manufacturing processes. The brand’s “mantra” is echoed symbolically, linking product enjoyment and eco-consciousness into a unified, memorable message. No story-driven arc, testimonial, problem–solution, direct competition, or celebrity cues are present, confirming the use of positive symbolic representation as the core creative technique. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Président – Market Positioning Président leverages its heritage as a premium French cheese brand, focusing on quality, authentic taste, and traditional cheese-making expertise. It positions itself as a trustworthy choice for consumers seeking genuine French dairy products, emphasizing artisanal values and a rich, creamy texture that complements both everyday meals and gourmet occasions.

Elle & Vire – Market Positioning Elle & Vire differentiates by championing French dairy innovation and farm-to-table freshness. The brand highlights its commitment to sustainable farming and natural ingredients while offering versatile dairy products that cater to health-conscious and environmentally aware consumers, blending tradition with modern sustainability.

Boursin (Groupe Bel) – Market Positioning Boursin’s positioning revolves around indulgent, flavorful soft cheeses with a gourmet twist. It appeals to consumers seeking rich taste experiences paired with effortless entertaining and snacking occasions. The brand emphasizes bold flavors and a creamy texture as part of a premium, sharable cheese experience.

Saint Môret (Lactalis) – Market Positioning Saint Môret targets everyday consumers with its mild, smooth cream cheese, promoting versatility and accessibility. Positioned as a staple in French households, the brand emphasizes convenience, affordability, and consistent quality, making it a reliable choice for daily meals while gradually integrating sustainability messages.

Tartare (Groupe Bel) – Market Positioning Tartare focuses on naturalness and authentic cheese flavor without additives. The brand appeals to authenticity-seeking consumers who desire simple, high-quality ingredients and a creamy texture. Tartare highlights its dedication to maintaining strong flavor profiles aligned with artisanal cheese traditions, often emphasizing responsibly sourced ingredients.